Facebook rolling out 'missed call' ads to boost revenue from India

Looking to increase revenue from emerging markets like India, Facebook has announced that it rolling out a new "missed call" ad service that allows users to easily access information from brands and advertisers without incurring data or voice charges.

The new ad service allows users to place a "missed call" to an advertiser by clicking on the ad block from their mobile devices, which will initiate a return call containing pre-recorded messages. The messages can be anything from brand adverts, cricket scores, messages from Bollywood celebrities, information on product discounts, sales and much more.

Although the missed call model is followed by most carriers in the country, this is the first time a social network like Facebook has implemented the service. By allowing customers to register their interest by placing a missed call, Facebook has the potential to deliver ads to a much wider audience, at the same time ensuring that its users do not accrue any data and voice charges.

Even though Facebook has 100 million users in India, the amount of revenue it generates is significantly lesser when compared to countries like the United States, Canada and the UK. A likely reason for this is due to the slow proliferation of 3G services and the high tariffs involved therein.

A majority of Facebook's users in India use feature phones that lack touchscreens and the ability to access 3G networks. As such, the social network has optimised its ads to run on slow wireless connections, and worked with carriers in the country to bundle unlimited Facebook access to users who do not have a dedicated data connection.

Currently, Facebook is testing out the missed call service with a limited user-set, with intentions of rolling it out to a wider audience in the coming months.

Indian users, would you be interested in using this feature? Do you think Facebook will be successful in its endeavour?

This is one way to build a database of mobile numbers and associated interests.

This is a smart idea, if you are facebook!

I'm no 007 secret agent and have zero secrets to hide but the less THEY know about me the better. Next thing someone will be offering a free housekeeping service, so they can check what washing detergent I use on my underwear.

Like it was said in a previous post, s**d off and leave me alone. If I want you as a friend I will invite you to become one of my BBM contacts.

Crackberry Team forget facebook they are a 100 Billion USD Plus company. Just focus on what Blackberry, BBM needs to do. BBM can't even get basics right in terms of BBM Video on Android & IOS. BBM at 85 Million Active user base is 6th Largest in the world. This is a shame and mismanagement of such a valuable asset like BBM. We also need BBM Money to be rolled out fast and successfully. We can hardly see BBM Emoticons once they are sent and almost need a magnifying lens to view. BBM needs big changes to make it NO 1 PERIOD!

Exactly. There are people who still think India is a land of snake charmers, maharajas and elephants 'only' ('only ' is an Indian word. Sorry rest of the world) , please understand you are wrong. Th smart phone market ( though cheap Chinese ones) is big here. Facebook obviously realised that fact and quick in action.

I wish BlackBerry too realise this and come up with a tailor made strategy for us.

Facebook is conducting experiments on users without their consent. After harvesting personal data and selling it, this Big Brother crap should be boycotted by people all over the world.
Facebook is WATCHING YOU!

They are also experimenting with (who would've guessed it, it's called "Face"book after all) facial recognition software, so they can match people, follow them around and check on their current mood or emotional state.

There are also experiments going on in supermarkets, so they can scan customers' mood and emotional state when they enter the store, and track buying habits in conjunction with credit or debit card details. Better pay cash next time.

This whole behavioural advertising thing kinda removes human dignity from a customer relationship, if we are treated like rats in a cage that can be influenced with various stimuli to do one thing: BUY MORE JUNK!